Migrant Consumers’ Attitudes towards Homeland Products

Abstract

This work investigates the determinant factors of migrant consumers’ willingness to buy products originate from their home country. The unit of analysis in this study was Malaysian migrants in the UK and the analysis was based on 330 usable data gathered through an online survey. The results indicate that the migrants’ willingness to buy their homeland products was significantly and positively influenced by the migrants’ levels of national identity. This finding suggests that the stronger the migrant consumers’ association to their origin identity, the higher their willingness to purchase homeland products. The study provides a support that the migrant consumers’ positive attitudes towards homeland products were not determined by the migrants’ degree of ethnocentrism. The present study has implications for consumer behavior and marketing in multicultural societies.